Trueview is giving a chance to the viewers to see what they want to see without bombarding them with advertisements. Trueview is an ad format that targets the only the viewers that are interested in watching the ad. This increases the engagement. Here are few takeaways from TrueView Optimization Playbook which is the source provided by Google to know more about Trueview optimization.
50 Takeaways from YouTube’s TrueView Optimization Playbook
1. Marketers can achieve their goals by optimizing the trueview campaigns as they can measure the track the performance of the campaign.
2. Marketers need to be patient and be prepared to test the campaign before it delivers its goals.
3. Before optimizing the trueview campaigns to identify the goals.
4. Defining the goals helps in effectively optimizing the performance of the campaign and make improvements in it.
5. Two types of trueview video format are the TrueView in-stream and TrueView in-display.
6. In-stream ads provide the users with the choice of skipping the ads after five seconds.
7. In-channels ads play on the channel page and increase user engagement.
8. To optimize the trueview ads, include a call to action to drive clicks.
9. To find the ideal performance, test the ads with different lengths.
10. Test the performance with different thumbnails.
11. To find the account health, check the VTR, CPV and total cost metrics.
12. An important indicator to find the competitiveness of the ad is the cost per view. Track the CPV and find if it is increasing over time. Optimizing CPV helps in efficient message delivery.
13. TrueView Optimization Playbook through rate is another primary metric to understand. High VTR wins more auctions.
14. Making the most of first five seconds of TrueView ads is important because after this the user can skip them.
15. Another best practice for TrueView creative is to keep the ad short, not more than 60 seconds in length.
16. Use a call to actions to tell the users what you want them to do after watching the ad.
17. Giving a real title to the ad without mentioning ‘ad’ and uploading compelling thumbnail and making the ad interactive or other best practices.
18. Make the content great by creating it emotionally compelling, informational and entertaining.
19. When optimizing Trueview in-stream, define the metrics you want to optimize.
20. Evaluate the targeting and check whether the scope is a narrow and missing audience or driving up the costs.
21. Optimize your Trueview in-stream campaigns for unique reach.
22. Measure the unique reach at the campaign and aggregate level.
23. Use the video remarketing feature to negatively remarket the video.
24. Remember, a user who subscribes to your brand is the one who showed interest and is a valuable asset.
25. Give a reason for the subscribers to come back to you, create content that is inspiring, educative and entertaining.
26. Use AdWords for video earned actions to track the impact of content.
27. Here is a targeting tip for optimizing Trueview for subscriptions. Create a remarketing list of views who watched the video and the list of who subscribed to the video. Combine both to create custom combination list. Target all these viewers.
28. Create a channel trailer and request the users to subscribe through calls to actions and also annotations.
29. Surveys help in measuring brand metrics such as ad recall and brand awareness.
30. This data is fed and processed into Adwords and optimized to improve the performance of the Trueview campaigns.
31. Use the brand lift surveys to measure the impact of Trueview in-stream ads on brand metrics.
32. Brand lift surveys also help to identify whether to create specific messages based on gender, for instance.
33. Brand lift surveys help to identify opportunities to optimize brand effectiveness and to achieve campaign objectives.
34. TrueView Optimization Playbook,Unique reach is increased when average CPV is optimized.
35. Trueview in-display is different from in-stream and this takes the users to the channel page or the landing page.
36. In-display ads run in search pages, watch pages of YouTube and Google display network sites.
37. There are two parts in in-display ads and these are the video images and the text. Both of these can be optimized.
38. The image in in-display ads should effectively grab the attention of the user.
39. Find the best of both the text and image by testing several options.
40. In-display ads impressions appear to users when browsing YouTube.
41. The cost to drive views for In-display views is different from in-stream ads.
42. To keep the costs down on in-display ads, effective optimization is needed.
43. The impact of in-display ads is measured in terms of total paid views and earned views.
44. The stability of Trueview in-display ads auction space is more.
45. Thumbnail image and ad text are the two elements in in-display ads and both of these can be improved or adjusted.
46. Trueview provides always on a campaign where there will be no missed moments and the campaigns can reach the audience always.
47. Use the keywords for your video for which people are searching.
48. Check the placement performance of your ads and concentrate on removing low-performing placements.
49. Optimize the trueview video ad images and texts separately.
50. You can consider running both Trueview in display and in-stream ads formats as in-display ads perform better when in-stream ads are active.
Trueview ad format is the best way to connect to the audience. Trueview ads do not force the viewers to watch them but they watch them only if they choose to. This increases the engagement by seventy-five percent. Here are the top 50 takeawyas from YouTube’s TrueView Optimization Playbook.